Soomal Insights 2018: Audio

Is the traditional speaker brand far from AI

Although the solutions of AI voice input platforms such as Ali, Baidu, and iFlytek are all open, they can allow third-party vendors to join. We can see some such cooperation products in 2016 and 2017. From the end of 2017 and in 2018, it can be found that the voice smart speakers lack the exposure of traditional speaker brands in China and the whole world, and they are left behind. In 2016,'s market share was 60%, and JBL also had a 6% share in China relying on Linglong's cooporation, but in 2018, the JBL Go series switched home voice engine. Edifier also cooperated with Tencent and Ali to launch a voice speaker, but the level at that time was obviously not comparable to the current Ali Genie system.

When the smart speakers entered the money-burning phase in 2018, millions of sales costs of nearly 100 million yuan, or, in another words, 100 Yuan per subsidy per unit, so the traditional speaker brand could not come in. In fact, as early as two or three years ago, the traditional speaker brand's enthusiasm is not high for cooperation with Ali, Baidu, Tencent and other giant smart speakers. The traditional speaker brand has no right to speak in hardware design, product pricing, etc., and the arrival of this day in 2018 basically proves that the traditional speaker brand may really be abandoned by the AI era. Amazon, Google, Baidu, Ali, Tencent, iFlytek, Xiaomi are all newcomers in the audio industry. The only thing that is related is Samsung and his Harman.

As mentioned above, the small speakers are currently lucky to catch AI, and the goal of intelligent voice is not limited to speakers. Of course, the development of smart speakers has just entered the growth stage. It is said that in 2019, the SoC hardware system with built-in AI core will appear in the smart speaker products. China's unique environment also makes it difficult for foreign technology to play. Chinese brands have built hundreds of content platforms in the past two years. Astronomy, education, education, stock market, encyclopedia, drama, literature are almost all-powerful, and this makes Siri absolutely impossible to compete. Although the issue of music copyright is a serious injury, the mainland music copyright basically has the trend of Tencent unifying. Everything that needs to be done is to pay for it. The only serious injury may be that the acoustic design is not very good due to the price war. This phenomenon may be difficult to change. At present, the competition is still dominated by the respective content ecology and IoT ecology. The ecology was built not for one or two speakers, but for the entire AI voice system.

Today, the sound of ADAS impacting traditional car brands has begun to sound. Will the automotive industry be like a personal audio speaker product, that the traditional brand will be abandoned by the new era of AI?

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